2020, Vol.44, No.6

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

pISSN : 1226-0533 / eISSN : 2713-6388
https://journal.kci.go.kr/JTS

Recently, people are active in sharing their experiences with visiting trendy places on Social Network Service (SNS). Such places are expressed as ‘hot place’, and the unique atmosphere of hot places including restaurants have become a major reason to visit. This study used semantic network analysis to examine the images of hot places mentioned in social media focusing on restaurants by limiting the spatial scope to Seoul Metropolitan City. This study used the Textom for Text Mining using data from blogs of NAVER and DAUM, news articles of Google, Facebook, and Twitter. To examine the seasonal effect, data from two seasons (summer and winter) were collected and analyzed accordingly. This study verified the images of hot places by conducting the centrality analysis using the UCINET, and classified similar keywords into clusters through the structural equivalence analysis. The results showed that Seongsu-dong, Hongdae, Ikseon-dong, and Eulji-ro were mentioned the most as hot places of Seoul region. The keywords such as ‘cafe’ and ‘date’ were mostly searched. The images of places were verified as follows: Seongsu-dong as industrial interior design and remodeling factories, Hongdae as a place with great clubs and cost effectiveness, Ikseon-dong as new-tro using Hanok, and Eulji-ro as a place coexisting with the past and present. It has been found that the image of a region is variously recognized, and the image of a restaurant food and the image of a place do not necessarily match. The findings could serve as useful information for restaurant start-ups and local marketing.

Convenience stores (CVSs) are embracing convergence for their business areas as the product mix changes. They have started to offer a dining experience since their sales are led by home meal replacement, baked goods, coffee and desserts. This study investigated the sense of place for a CVS as a contextually meaningful dining space. Factors were identified based on literature review and qualitative research methods to understand internal consumer demands. The component concept was classified regarding how a CVS develops placeness in line with the changing business areas. What consumers demand at a CVS is described in the consensus map. ZMET was applied to analyze the consumer recognition and in-depth interviews were conducted with twelve CVS customers aged 25 – 35 years. The analysis showed that physical, active, and individual factors are involved to develop CVS placeness. Next, features of a physical factor are categorized into accessibility, spatiality, marginality and amenity of CVS environments. An active factor with regard to the service behaviors and user activities includes promptness, purposefulness, interaction and convenience, while individuals experience satisfaction, diversity or differentiation after repetitive and/or continuing visits. In the consensus map, a CVS is conceptualized as a highly accessible lounge in terms of time, service and space. These findings suggest theoretical implications to help identify the component concept of a CVS with placeness, and provide insight into how consumers recognize the changing values and increasing number of services of a CVS.

The purpose of this study is to analyze influential factors on Korean household’s dining out frequency and HMR purchase frequency. Also, this study compared the differences on dining out and HMR consumption behaviors between heavy diners and heavy HMR purchasers. This study used 3, 300 household data of 2019 Consumer Behavior Survey for Food which is conducted by Korea Rural Economic Institute. Multinomial logistic regression analysis was conducted to identify the influential factors on dining out frequency and HMR purchase frequency. The results found that dining out frequency and HMR purchase frequency increased as the respondents were younger, spent more dining out expenses per month, and had less number of meals eaten alone. Especially, the less number of family members eating together, the more frequent dining out. Heavy diners and heavy HMR purchasers were defined as households that dine out with their family more than 2~3 times a week and purchase HMR more than 2~3 times a week. When compared the differences on dining out and HMR consumption behaviors, both groups dined out to enjoy delicious food and chose the taste of food as the most important attribute. Compared to heavy diners, heavy HMR purchasers had more family members who dine together. Heavy diners showed higher expense for dining out than heavy HMR purchasers. This study suggests the competition between restaurant and HMR product will intensify and products with good value for money should be developed.